For A'ja Wilson, storytelling is a powerful tool, especially when it comes to her signature shoes. When Nike first took over the sneaker world in the 1980s and 1990s, they understood the importance of weaving narratives into their commercials, connecting with athletes in a unique and memorable way. This approach was evident in the campaign for A'ja Wilson's A'One signature shoe, which became one of the best campaigns in years. The commercial paid homage to Wilson's journey, from her childhood to becoming a premier WNBA player, while incorporating a remixed version of the children's hand game, 'Miss Mary Mack'.
The sneaker world has long been dominated by men, with men's shoes taking center stage. However, things have shifted in recent years, with more women getting their signature shoes and the women's game gaining popularity. The A'One shoe allowed Wilson to share the story of a young Black girl's life through images that resonated with a younger generation. Now, she's ready to tell another story with the upcoming release of her second signature shoe, the A'Two.
"I think it's beautiful when a company is willing to understand you and present you as your true, unapologetic self to the people," Wilson shared in an exclusive interview with The Athletic. "I think we executed it perfectly, back home. Those small details make a big difference, and I believe we haven't seen this level of storytelling at Nike for a long time."
Wilson will be on a European tour from Tuesday to Sunday to promote the A'Two's release on May 2. The A'One sold out quickly upon its initial release last May. As the WNBA's collective bargaining agreement and the Unrivaled championship game in Miami take center stage, Wilson's focus in Europe will be on connecting with people.
"I'm thrilled to go over there on a calm note, because usually, I'm playing for an Olympic gold medal or something high-stakes," Wilson said. "I want to give people more to relate to, beyond just watching me run up and down the basketball court. I'm excited to embark on this journey."
On the court, Wilson had a remarkable season, leading the Las Vegas Aces to another WNBA championship, their third together. She became the first player in WNBA or NBA history to win a championship, league MVP, finals MVP, Defensive Player of the Year, and a league scoring title in the same season.
Wilson believes it's crucial to tell women's stories, not just on the court but also through their merchandise. She's deeply involved in the details of her story, whether it's through shoe ads or the shoes themselves, where she provides input and hidden messages in the design, being involved to the tune of 99%.
"It's not just about slapping a logo or a name on a shoe and calling it a woman's shoe," Wilson said. "It's about diving deep into these women, showcasing why they are greater, what they do, and why they deserve this signature shoe or player edition. I'm excited that we're finally getting to showcase the love and respect we've worked hard to earn."
The A'One commercial aimed to create something memorable, and Wilson is looking forward to the challenge of coming up with an idea for the A'Two commercial. She still gets excited seeing her shoes worn by others, including celebrities. One such moment from last season stands out.
"Usher came to a game and was rocking my A'Ones. He was sitting courtside, and I was like, that's pretty crazy," Wilson said. "Seeing someone so big in Black culture and music culture wear my shoes was super cool. But anyone who wears my shoes makes me beam with light, because it's like, oh my gosh, that's something I've been working on. Usher was probably the top one."
As for the A'Two commercial, expect it to follow in the footsteps of the A'One, telling a new story of Wilson's life. "I don't know how we're going to top it, but we've got some things," she said. Will the A'Two commercial live up to the hype? Stay tuned to find out!
